Managing through the PLC (Product Life Cycle)

1
Managing through the PLC (Product Life Cycle)

• Ideal vs. Real PLC
• Strategies in the PLC
• Marketing Decision Support System and Modeling
• Managing the business and Product Portfolio

2
Ideal versus Real PLC

• The resemblance in shape is closer when
• Product forms rather than broad product classes
  are considered
• When sales data is deflated by Population Size
  and by the GNP
• When revolutionary technological change do not
  occur

3
Strategies through the Life Cycle

• Introduction
• Growth
• Maturity
• Decline

4
Features of the Marketing DSS (Decision Support
System) and Modeling

• The Components
• Preferred Characteristics
• Data for MDSS Models
• Planning and Control
• Examples for Principles in Modeling

5
Product Line Management

• Positioning of the Product Line
• Composition of the Product Line
• Strategic Portfolio Management
• Flow to more attractive product and business
• Flow to Competitively strong product and
  businesses
• The portfolio should be balanced in term of cash
  requirements, business cycles, scale economics
  and risks

6
Balancing the Portfolio

• Balancing of the portfolio is strongly affected
  by prospects interaction
• Joint product processes
• Common suppliers
• Common Customer Base
• Joint impact on the firms image
• Seasonal and Cyclical interaction in demand and
  sales
• Interaction in claim on or contribution to
  capital forms and investment.
• SUMMARY